Marketing Quiz 1: Chapter 1-8 – Flashcards
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For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary
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target market segment
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Ferando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)
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Star
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Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?
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"me time"
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One measure of traffic from visitors on sites, the total page requests, is measured in units called
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hits
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Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because
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they interact directly with consumers
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Which of the following statements accurately describes the current income distribution in the United States?
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Wealthy households are outpacing both poor and middle-class households
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When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fit" with their advertising agenda.
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demographics
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Which of the following is a social trend listed in the text?
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health and wellness
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The consumer buying process begins when
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a consumer recognizes an unsatisfied need
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Marketers love consumers who engage in __________, buying their company's product with little thought or consideration of alternatives.
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habitual decision making
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In the consumer decision process, we decide how much time and effort to expend searching for information based partly on
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the degree of perceived risk associated with the product or service being considered.
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Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as
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lifestyle
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The shared meanings, beliefs, morals, values, and customs of a group of people constitute its
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culture
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Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's company faces __________ demand.
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derived
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Jenny was feeling frustrated. "What's taking them so long to make a decision? It's been weeks since I first met with them, and they all seem interested in the product. I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying
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new buy
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Changes in tariffs and quotas are
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government actions that reduce competition from international firms
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